Recorded a day before transmission, the ad featured 400 dancers seemingly spontaneously erupting into a performance of ‘the evolution of dance’ to the bemusement of commuters at Liverpool Street Station.
To celebrate the event Channel 4 created a special ident to retain audiences whilst announcing the break. Channel 4 also reduced minutage in the break to ensure the event was transmitted solus.
The combination of the power of TV, a great advert and Channel 4’s ‘endorsement’ led to huge awareness and almost 2m views on You Tube within 2 weeks.
The learnings from this campaign are clear, if you’re going to create a great ad event, don’t hide it away - showcase it on TV.
For queries relating to this, contact .
www.t-mobile.co.uk/dance
Related Pages
Doritos and The King of Ads
How we engaged consumers and encouraged creativity with this fab promo
The Gardening Break
A fantastic idea linking editorial with advertising airtime
Max Factor Makeover Break
Find out how this big brand broke the rules
The Movie Zone
Film advertisers and Channel 4 come together
Bing Break
Channel 4 and Bing create 'live' search break
Adidas
Find out how Channel 4 got on in the hood
IKEA
IKEA and Channel 4 break some rules
Fairtrade Fortnight
Channel 4 celebrates Fairtrade Fortnight with a special themed break
Wolfman
Channel 4 and Universal treat viewers to a sneaky peak exclusive of Wolfman
O2 Load and Go
Channel 4 and O2 broadcast contextual TV ads
Propeller
The quick way to get nationally representative data from an independently run panel
